The Western & Southern Open named Graeter's as the official ice cream of the annual professional tennis tournament.

The Cincinnati-based company also plans to release a new flavor designed for the tournament in August. The flavor would be sold at the tournament and its 31 retail stores.

Graeter's will operate two full-service ice cream parlors at the Lindner Family Tennis Center in Mason. The custom menu will include the brand's classic French pot-produced ice cream, gelato and other confections. Graeter's also will be served inside the players' dining room.

Last year, the two ice cream parlors sold 25,555 scoops, bars and shakes over the nine-day event. Company officials expect stronger sales this year.

The tournament draws nearly 200,000 fans from all 50 states and 30 countries to the Cincinnati area each summer.

The W&S Open is the nation's oldest pro tennis tournament still played in the city of origin. The first tournament was completed at the Avondale Athletic Club, which is now the present-day site of Xavier University. Graeter's was founded in 1870.